Question 1

Return on Advertising spend it calculated as Gross Profit divided by&#10; Cost of investment

Accepted Answer

Return on Advertising Spend (ROAS) is calculated as the revenue generated from advertising divided by the cost of the advertising.

Question 2

The behavioural targeting approach is based on which two factors&#10;A)Demographics such as Age and Gender&#10;B)Search intent based on keywords typed&#10;C)Event triggered emails based on interaction with previous emails&#10;D)The number of social media followers&#10;E)All of the above

Accepted Answer

Behavioral targeting focuses on the actions of users, such as the keywords they search for (B) and their interactions with emails, which can trigger event-based emails (C). It does not primarily rely on demographics or the number of social media followers.

Question 3

In Google Analytics, which one of these UTM tracking parameters would represent a channel like 'Email' or 'CPC'&#10;A)Campaign&#10;B) Source&#10;C) Medium&#10;D) Channel&#10;E)None of the above

Accepted Answer

The UTM parameter that represents a channel like 'Email' or 'CPC' is "Medium". This parameter is used to identify the medium through which the traffic originates, such as email, CPC (cost per click), social, organic, and others.

Question 4

Drivers are features that are important to customers and highly differentiated from&#10; the competition.

Accepted Answer

Drivers are aspects of a product or service that significantly influence customer decisions and set a company apart from its competitors.

Question 5

An example of a Quality measure of traffic that is part of the VQVC mnemonic (Volumne-Quality-Value-Cost) is&#10;A)Page views&#10;B) Page impressions&#10;C)Conversion to lead or sale&#10;D)Profitability

Accepted Answer

Conversion to lead or sale is a quality measure of traffic, as it indicates how effectively the traffic contributes to the primary goals of the website, such as generating leads or sales, which directly relates to the quality of the traffic in terms of engagement and potential revenue generation.

Deck 5: Social Media Marketing